Shoppers with larger families will also be able to enjoy a wider range of exclusive to Asda pack sizes with the introduction of our Mashed Turnip (1kg) and Carrot and Parsnip (1kg) – which are all steam-cooked to retain the taste, texture and nutritional benefits of the vegetables.

“We put six generations of farming expertise into all of our products,” said Clare Foster, Head of Marketing at Mash Direct.

“Made using heritage vegetable varieties, chosen for flavour rather than appearance, the popularity of our locally-sourced range has seen Mash Direct grow into a £16m turnover company – with continuing expansion plans, including the recent completion of a new 25,000 square foot on-site factory.

“Mash Direct is delighted to build upon its existing relationship with Asda. By working closely with the retailer over the past 10 years, including initiatives such as the Supplier Development Academy and the Sustain & Save programme, we have gained an understanding of what the Asda shopper is looking for, and are able to respond with new and innovative products.”

“By answering consumer demand for easy-to-prepare dishes which are free from artificial colourings, flavourings and preservatives, Mash Direct side dishes offer convenience and value for money – as well as a tasty addition to any dinner table. The new Caribbean sweet potato dish is sure to be an instant hit!”

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